Despite the growing adoption of Android...
What’s success and what’s not in gamedev industryIf you want to develop a success strategy, it first makes sense to define what a mobile game success means. A high App Store position, for example, is a misleading indicator. The ranking position doesn’t matter if the game fails to make money. Unless you have social or charitable objectives in mind, a game has to bring profit, or it’s not successful in its economic sense. Similarly, short-term popularity is more of a trap rather than a success indicator. Plenty of skillful developers put their heart and soul into developing an amusing game to only experience a ‘shark tail’ effect – a sharp rise and fall in popularity upon launch. Only a game that manages to keep users engaged in the long run is truly successful. So, a mobile game is considered successful if it makes money and boasts long lifetime. That means a modern success is defined by combined efforts of game studio developers and marketing professionals. Let’s have a closer look into both of them.
Building a mobile gameIn terms of building a successful mobile game, there are several success patterns:
- 1. Simplicity
- 2. Design
- 3. Continuity
- 4. Urgency
Marketing of a Mobile Game
- 1. Elaborate on your brand’s objectives and determine key performance indicators early on. Without a clear vision of why the game is being developed, it is doomed for poor performance upon launch.
- 2. Plan promotion campaign well ahead. Don’t count on a game taking off and going viral naturally, for the simple reason it offers social game tricks. Good marketing efforts are needed to initiate a viral wave. Gather a sufficient group of players at launch, and do some cross-promotion to drive a first pool of players. For user retention, keep the game evolving, introduce new characters, features or levels, and introduce top players’ board to keep users’ interest.
- 3. Set and measure custom KPIs relevant to your game and test constantly to see if those KPIs can be increased. A lot of mobile game development companies narrow themselves by focusing solely on the most widespread KPIs, such as DAU/MAU, or Average Session Length, thus missing valuable insights of minor details. Major KPIs are only able to give a general overview of how the game is doing, but fail to offer a guide to action as to which specific changes can boost the game’s performance. Having set custom KPIs, it makes sense to research what impact various user segments have on them. Different KPIs are affected by some user groups more than the other.
- 4. Search for new markets. Localization of a mobile game makes worldwide distribution affordable and effective. The faster you reach to the international game community, the more chances for success your game gets.